Nike allots up to $50 mil to launch Alpha sub-brand

Published on September 21, 1998.

Nike will spend $30 million to $50 million in the U.S. from January to May of 1999 to introduce Alpha, its new swooshless sub-brand marking Nike's most advanced products. Goodby, Silverstein & Partners, San Francisco, will break Alpha in the U.S. and is also creating a major women's fitness campaign to run during the same time. Nike said the week of the 14th it will cut $50 million to $60 million from its fiscal '99 global marketing budget, less than the $100 million announced last March.